文創行銷的O2O──以中台灣文創園區經營管理看行銷組合與新媒體行銷效果

O2O Marketing of Cultural and Creative Park-4P and its Effects of New Media from the Management of Cultural and Creative Park in Central Taiwan

文化創意園區結合「歷史」與「文化」而成，這些園區不僅對於當地的文化保存具有高度的功能，同時也逐漸成為許多消費者深度旅遊的地點。本研究聚焦於近年來在台灣興起的文化創意園區熱潮之推廣與管理，試圖以行銷組合模式找出這些園區搭配新媒體所形成之行銷效果。本研究以台灣中部某一文化創意園區為例進行量化問卷調查與質性深度訪談混合型研究。研究發現，文化創意園區雖然以歷史文化做為主軸，但是展示的經營重點應該著重於內容的推陳出新方能吸引消費者；若能加上現代的互動式科技，將更能吸引人潮前往參觀。另外，網路社群的使用有助於園區經營者對外溝通與宣傳，亦為有效的推廣方式。

Cultural and creative parks are formed by combining “history” and “culture”. These parks not only have a high degree of function for local cultural preservation, but also gradually become a place for many consumers to travel in depth. This research focuses on the promotion and management of the cultural and creative park boom that has emerged in Taiwan in recent years, and tries to find out the marketing effects of these parks with new media through a marketing mix model. This study takes a cultural and creative park in central Taiwan as an example to conduct a mixed research of quantitative questionnaire survey and qualitative in-depth interviews. It has found that although the cultural and creative park takes history and culture as the main axis, the focus of the display operation should focus on the innovation of the content to attract consumers; if modern interactive technology is added, it will be more attractive to visitors. In addition, to joint and manage the online communities can help park operators to communicate with owners more efficient, and it is also an effective way of promotion.